Evaluate current positioning and messaging for vision correction candidates.
Conducted patient data analysis which revealed age shift in target market from Baby Boomers to Gen X / Gen Y. Partnered with local DJs to promote the first of its kind “Text for a LASIK Quote” campaign. Endorsements consisted of three key messages: 1) Affordability, 2) Convenience and 3) Text to receive a quote without talking to anyone. Resulted in $90,000 increase in first quarter sales.
Ask a doctor the average age of their LASIK patients and most will tell you that “the sweet spot is 40.” This statistic was true from the time the procedure was approved by the FDA in 1995 until ~2005. However, after studying patient demographics from 1995-2010, the average age had significantly reduced from 40 to 35 years old. The target market was no longer limited to Baby Boomers. In fact, the fastest growing demographic was actually 18-29 year olds or primarily GenX and GenY-ers.
30-45+ market: Continued current message which discussed experience, excellence and expertise of the surgeon. Traditional advertising methods used consisted of Network TV, Cable TV and Radio targeting this age demographic, as well as professional level print ads in local Business Journal magazines.
19-29 market: Worked with external agencies to develop a mobile media and texting campaign partnering with local Radio DJs of the top 10 stations to deliver a personalized testimonial. Spots had 3 key components which discussed: 1) Affordability, 2) Convenience and 3) Call to Action–just a Text Away. Also placed print ads in local magazine with younger demographic.
A customized dashboard measured LIVE progress of each broadcast throughout the day. Sophisticated tracking methods offered management the ability to remove under performing stations or negotiate advertising costs more aggressively with each station. During the 6 month campaign, thousands of leads were generated, as well as increased Website traffic, interactive web forms, and online appointment requests.
“Leaders in Eye Care, Experts in LASIK Surgery”, “Text [keyword] to [number] for your FREE Quote”